EA courts more in-game ads with new analytics tech

[wraggster]

Electronic Arts has signed up with advertising analytics startup nPario, in the hope of attracting more in-game ads.

nPario's 'insights suite' promises to track gamers' interaction with digital ads, across console, mobile and online games, and to break results down per-platform. EA works with over 100 advertisers at present.

The self-funded nPario was formed this March by a consortium of former Yahoo execs. Said CEO Bassel Ojjeh at the time, "we believe that organizations stand to boost revenue by more than 10% if they harness the power of consumer intent.

"Our goal is to provide our customers with a comprehensive set of data products that focus on the vast amount of commercial behaviour data and generate immediate impact to their business and revenue."

http://www.gamesindustry.biz/article...analytics-tech

[royvedas]

I hate you, EA - more than you could ever know.